Dark Horses appoints first partnerships manager

18 Aug 2017

By: Sport Industry Group

Sports marketing agency Dark Horses has recruited its first partnerships manager, Dean Madders.

Madders has spent the last seven years at the Brisbane Broncos in the NRL and most recently worked on the Brisbane Broncos significant re-structure of their apparel partnership programme.

In announcing $16m of partnerships in one day, late last year, the Broncos revealed an NRL-first in the category. The club separated their apparel programme from a single partner into official on-field category with ISC, official headwear with US-based ’47 and international sports brand PUMA joining the club as footwear and casual wear partner.

Amongst other partners, Madders has also worked on the Arrow Energy partnership, which focused on community engagement initiatives in regional areas of Queensland. Through partnerships he has worked with brands such as Nike, Hyundai, Audi and Unilever, amongst others.

In a broad position, he also played a leading role in the club and their partner’s marketing and communications and was a part of the build of the Broncos recently-released loyalty app, Fan Tribe. The app focuses on bringing fans closer to their team and providing new commercial revenue opportunities.

Madders will be working across all agency clients including City Football Group, Southampton FC and DHL.